European Rivals Duel Over Promo Calendars of Coffins and Women
Katie Cordrey — February 22, 2010 — Marketing
References: zpdlindner.pl & newpolandexpress.pl
Lindner, Poland’s largest casket manufacturing company, is challenging the death grip Italian coffin maker CofaniFunebri has exerted on coffin calendars - the promotional corseted casket calendars that feature caskets and sexy women. The European rivals have aroused passions with their scantily clad calendar models in proximity to their respective company’s finely made coffins.
The juxtaposition of images is too much for some who claim that the promotional calendars are undignified and insensitive.
Linder’s managing director defended the advertising. “I don’t believe that sex alongside death is shocking and offends people who have just lost someone close to them,” he said. “I produce coffins. I could produce furniture or something else. But I don’t. And this is a good coffin. I decided on such advertising because I wanted people to know about our brand. That’s it.”
The juxtaposition of images is too much for some who claim that the promotional calendars are undignified and insensitive.
Linder’s managing director defended the advertising. “I don’t believe that sex alongside death is shocking and offends people who have just lost someone close to them,” he said. “I produce coffins. I could produce furniture or something else. But I don’t. And this is a good coffin. I decided on such advertising because I wanted people to know about our brand. That’s it.”
Trend Themes
1. Controversial Calendars - The controversy surrounding coffin calendars featuring sexy women presents an opportunity for disruptive innovation in promotional calendar advertising.
2. Competitive Rivalry - The battle between Lindner and CofaniFunebri over coffin calendars highlights the potential for disruptive innovation in the casket manufacturing industry.
3. Dignity and Sensitivity - The debate over the undignified nature of promotional coffin calendars creates an opportunity for disruptive innovation in marketing and advertising strategies for funeral services.
Industry Implications
1. Casket Manufacturing - The rivalry over coffin calendars emphasizes the need for disruptive innovation in casket manufacturing processes and product offerings.
2. Marketing and Advertising - The controversy surrounding coffin calendars calls for disruptive innovation in marketing and advertising strategies, particularly in the funeral services industry.
3. Promotional Products - The use of controversial coffin calendars paves the way for disruptive innovation in the design and creation of promotional products in various industries.
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